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Re: [GWL]: new media online/voices and rant

Jeff Ball wrote:

> I hate banner ads.  What about hidden ads?
> One idea that occurs to me is the power of links on the Internet.  An
> advertiser may put an ad in a magazine, but has no control over whether it
> is looked at by the reader of that magazine.  


Jeff raises an interesting question about hidden ads. How do we 
differentiate between links to "Ads" and links to web sited owned by the 
supplier or manufacturer?

Authors of a web delivered article, free from the constraints of print 
media, generally are inclined to include links to useful sources of a 
product or other sites containing related information.

If links are included in the text to paid advertisers, should not the 
links clearly disclose that the link has been paid for and the linked 
information is an advertisement?

I am a member of several nonprofit organizations that have a link to a 
book supplier. When a person uses the link and makes a purchase, a 
specific amount is credited back to the hosting organization. This 
arrangement is clearly disclosed to the person prior to selecting the 
link.  I would classify this as a commission or a referral fee rather 
than an advertisement requiring a flat fee based upon paid circulation, 
the size of the ad, location in the publication, and extra costs 
associated with color processing.

A web based contact can provide streaming video and audio clips and 
unlimited content to supplement key words in the text of articles and 
ads. The danger is that a person visiting the online content site may 
not be able to clearly differentiate objectively written content from 
public relations and advertising generated copy. Perhaps a banner on the 
top and bottom of each page of PR and Ad copy would eliminate the 
potential for the content site to be involved in product liability 
litigation.

The potential benefits of content based internet delivery far out weigh 
the liabilities and progress has a way of proceeding despite what 
experts think.

The historic pioneers in the distribution of horticultural related 
information have been colleges, universities, government, and not for 
profit horticultural organizations. Such sites have provided information 
for free as a PR image for their organizations.

There are a wide variety of nonprofit organizations that provide a two 
tiered information site - information is provided to non-members and 
separate area is restricted to members only.

Commercial sites that provide information designed to generate sales 
were developed. Product information was a critical aspect of such sites.

The launching of internet sites by traditional print publications and 
startup internet publishing companies emerged in the 1990's. That some 
of these have experienced financial problems can be attributed to poorly 
conceived business premises and/or the general economic over expansion 
whose bubble was deflating prior to the terrorists attacks on September 
11th.

Innovative new internet information content projects can succeed if they 
provide an improved service or benefit. The key to success would seem to 
be delivering high quality content organized in a simple, user friendly 
design interface. Obtaining financial support will continue to be a 
major obstacle. Venture capital for startup firms will be limited and 
costly to acquire for the foreseeable future.

Compensating writers is an important issue to be discussed. Attracting 
advertising is a tried and true traditional source of print revenues. 
Personally I would be more inclined to emulate the ad free environment 
of the "Garden Gate" publication which depends on understanding its 
target audiences and providing them with a product they support through 
subscriptions or membership revenues.

It seems that garden writers will experience the economic difficulties 
that face other industries as they attempt to reinvent themselves in 
both the short and long term.

Claude Sweet
San Diego, CA

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